Marketing of High-Technology Products and Innovations (3rd Edition)

The only text on the market that providesreaders with the marketing information they need to successfullymarket high-tech products.KEY TOPICS: Introduction to World ofHigh Technology Marketing; Strategic MarketPlanning in; High-Tech Firms; Culture andClimate Considerations for High-Tech Companies; Market Orientationand Cross-functional (Marketing/R&D); Partnerships/Alliancesand Customer Relationship Marketing; Marketing Research inHigh-Tech Markets; Understanding High-Tech Customers; Technologyand Product Management; Distribution Channels and Supply ChainManagement in High-Tech Markets; Pricing Considerations inHigh-Tech Markets; Marketing Communication Tools for High-TechMarkets; Strategic Considerations in Marketing Communications;Strategic Considerations for the TripleBottom Line in High-Tech CompaniesMARKET: Marketing ofHigh-Technology Products and Innovations provides comprehensivecoverage of the latest academic research and leading-edge businesspractices to prepare readers for the unique challenges they willface when marketing high-tech products and services.